The Role of a Social Media Marketing in Building Brand Equity- A Special Reference to Travel and Tourism Industry in Sri Lanka

The Role of a Social Media Marketing in Building Brand Equity- A Special Reference to Travel and Tourism Industry in Sri Lanka

Dhanushanthini Ajanthan

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University of Vavuniya

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Abstract

Due to its dynamic and emergent nature, the effectiveness of social media as a marketing communication channel has presented many challenges for marketers. It is considered to be different to traditional marketing channels. Many organizations are investing in their social media presence because they appreciate the need to engage in existing social media conversations in order to build their brand equity. Social Medias are increasingly replacing traditional media, and more consumers are using them as a source of information about products, services and brands. On the other hand, brand equity is considered as a powerful mechanism to create the sustainable competitive advantage for the organizational concern. Thus, this study examined the research problem of whether the social media marketing (SMM) impacts on brand equity in Travel & Tourism Industry (TTI) in Sri Lanka. The objective of this study is to identify the impact of SMM on brand equity in Sri Lankan Travel& Tourism Industry (TTI). Furthermore, the conceptual model has been developed to link SMM and brand equity.

References

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Funding

No external funding was declared for this work.

Conflict of Interest

The authors declare no conflict of interest.

Ethical Approval

No ethics committee approval was required for this article type.

Data Availability

Not applicable for this article.

How to Cite This Article

Dhanushanthini Ajanthan. 2017. \u201cThe Role of a Social Media Marketing in Building Brand Equity- A Special Reference to Travel and Tourism Industry in Sri Lanka\u201d. Global Journal of Management and Business Research - E: Marketing GJMBR-E Volume 17 (GJMBR Volume 17 Issue E3).

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GJMBR Volume 17 Issue E3

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Journal Specifications

Crossref Journal DOI 10.17406/GJMBR

Print ISSN 0975-5853

e-ISSN 2249-4588

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GJMBR-E Classification JEL Code: Z39

Submission ReceivedDecember 10, 2016
Peer Review Double Blind
Handling Editor
Accepted January 4, 2017
Published January 15, 2017

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v1.2

Issue date

December 23, 2017

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Article Matrices

Total Score: 101

Country: Sri Lanka

Subject: Global Journal of Management and Business Research - E: Marketing

Authors: Dhanushanthini Ajanthan (PhD/Dr. count: 0)

View Count (all-time): 194

Total Views (Real + Logic): 3385

Total Downloads (simulated): 1636

Publish Date: 2017 12, Sat

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Total Views: 3385

Total Downloads: 1636

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